If you’re a sales or business development professional, you’ll likely be familiar with the long, repetitive task of cold calling.
You might have spent hours ringing prospects, only to be met with a rejection or objection each time.
In fact, research from LinkedIn suggests only 2% of cold calls result in a conversion. But is that an issue with the method or with the salesperson making the call?
The answer is, likely, a bit of both.
If we approach cold calling in the traditional method, where you work through a list of names and phone numbers each day, then success rates are naturally going to be low. Cold calling, in the purest sense of ringing prospects out of the blue, is ineffective.
However, it doesn’t take much to turn a cold call into a warm call. And warm calls are a very effective sales tool. They’re a modernised evolution of cold calling.
Meanwhile, working on your cold calling skill takes time and perseverance, but it is certainly something that you can improve if you put your mind to it.
The truth is that with the right mindset and preparation, cold calling can be done in a manner which is respectful and meaningful, enabling us to gain the required degree of traction and results.
So with this in mind, in this post we will take a look at how you can improve your cold calling. We’ll look at methodology, theory, and the most important skills involved, and discuss how you might be able to improve your competence in each one.
By the end, you’ll have a much better idea of what it takes to turn more calls into leads.
How To Improve Your Cold Calling
Develop The Right Mindset
First up, one of the most important things to consider is the power of having the right mindset.
Mindset has a huge impact on your ability and level of success. For example, it turns out that simply telling yourself you can do better can improve your performance.
So what kind of mindset is actually going to work best, and how can you go about starting to develop it?
Naturally, you want a positive mindset. You must believe that it is genuinely possible to achieve anything you set your mind to.
This is the kind of mindset that will give people a good feeling when they are talking to you on the phone, and it will also help you personally to achieve your goals, so it works on both ends of the phone in that respect.
It can take time to develop a positive mindset, but the following can help:
- Journaling: Writing down 3-5 things you’re grateful for every day can shift your mental focus away from problems, and build a more positive outlook over time. If you don’t have time to write things down, then just take a moment each day to reflect on what you are grateful for in your sales career.
- Positive Affirmations: Daily repetition of affirmations can rewire your brain to focus on strengths rather than weaknesses. Repeat positive statements to yourself, such as “I am a skilled cold caller” or “I am confident in my ability to close deals”. This can reinforce beliefs about your skills and capabilities.
- Visualisation: Picturing yourself achieving your goals can help align your mindset with success. Before picking up the phone, take a few moments to visualise yourself confidently and successfully making cold calls. Imagine yourself speaking with prospects who are interested and receptive to what you have to say. This exercise helps to build confidence and primes your mind for success.
- Opposition Thinking: Opposition thinking involves replacing negative thoughts with positive ones. In this way, you are cultivating your mind as you would a garden, pulling out the negative thoughts as if they were weeds, and allowing the positive thoughts to flourish.
- Exercise: Simply put, exercise releases endorphins, the body’s “feel-good” hormones, reducing stress and anxiety.
Remember, your mindset is just as important as the techniques and skills you employ. So, take the time to invest in your mental preparation, and watch as your cold calling results improve.
Research Your Audience
Turning a cold call into a warm call starts with preparation. Gone are the days of calling long lists of numbers without doing any research or preparation beforehand.
First, you must understand your target audience.
Take the time to familiarise yourself with their pain points, needs, and goals. This will allow you to tailor your script (more on that later) specifically to their interests, increasing the chances of engagement.
You can use a tool called a pain grid to help. A pain grid consists of a list of your potential customers by their job titles, followed by their main pain points, and how your service or product can specifically address those needs.
For instance, the needs of a finance director will often be very different to those of an HR Director, and a pain grid will help us to navigate our call accordingly.
So, before you start calling, draw up a detailed but easy-to-read pain grid. Make sure it is in view when you call prospects.
Next, you need to know more about your individual prospects. Fortunately, there is an abundance of information available online these days – from LinkedIn profiles to company websites. A simple exercise is the 3×3 rule: learn 3 pieces of information about your prospect in 3 minutes before calling them.
If you can develop a pain grid and learn some basic information about the people you’re calling, you’re already better set up for success than most cold callers.
Construct A Convincing Opening
When it comes to cold calling, the first 20 seconds of the call are crucial. It’s during this brief window of time that you have the opportunity to capture the prospect’s attention and establish rapport.
This largely comes down to constructing a convincing script, as there’s not much time for anything else. And when it comes to scriptwriting, there are a few key points to keep in mind:
- The Opening Statement: Focus on creating a compelling opening statement. This should be concise and attention-grabbing. It should also highlight the value that your product or service can offer. The pain grid can be useful here. Consider using a hook or a question that sparks curiosity, compelling the prospect to continue the conversation.
- Personalisation: Another effective technique is to personalise your script. People respond better when they feel like you understand their individual needs. Incorporate specific details from your research to show that you have taken the time to understand their unique situation. Ask yourself if there are any useful personal details you can glean from your prospects’ LinkedIn profiles.
- Practice: Practice makes perfect, and it can help refine your script and delivery. Rehearsing with colleagues or mentors can provide valuable feedback and help you identify areas for improvement.
- Flexibility: Scripts provide a general framework for the conversation, within which you can then move around as you need to, while you respond organically to the individual you are talking to. If you stick to it religiously, then you will sound like a robot.
Dive Deeper: How To Create A Successful Cold Calling Script
Learn To Get Past Gatekeepers
When it comes to cold calling, gatekeepers are one of the biggest challenges that you will face.
They are the first line of defence for the decision-makers you’re trying to reach, and getting past them can seem like an uphill battle. But fear not, with the right strategies and techniques, you can breeze past the gatekeepers and get straight to the decision-makers.
But how?
The best strategy is to build rapport with them.
Take the time to build a genuine connection and show interest in their role. By treating them as a valuable resource, you increase the chances of them becoming an ally instead of a roadblock. Remember, gatekeepers often have valuable insights and can provide information that can help you tailor your pitch.
However, always remember that it is completely counter-productive to pitch a gatekeeper. Equipped with too much information they may block or re-route you.
It can also help to prepare responses to gatekeeper questions such as, “Has he/she spoken to you before?” and “What is it about?”
Another strategy is to be persistent but polite. If a gatekeeper denies you access to the decision-maker, don’t give up. Politely ask for alternative ways to reach them, such as through email or leaving a voicemail. Persistence can pay off, and you never know when the gatekeeper might be more willing to help you.
Work On Your Listening Skills
Most cold callers presume the most important part of a cold call is the delivery – saying the right things to the right people.
In reality, listening is far more important than talking.
When a prospect objects, listen attentively to their concerns and acknowledge them. We can use the method of empathy followed by a question. For example, if the prospect says “Send me some information” you can respond: “Sure, that’s fine. What exactly would you like me to send you?”.
This builds rapport, making the prospect more likely to engage in a productive conversation, as you probe them on the issues that matter most to them.
Listening, and, in particular, active listening, increases the likelihood of making a sale, setting an appointment, generating a lead, or whatever your goal is. After all, people want to be heard.
Prepare For Objections
Cold callers will always be met with objections. The perfectly smooth call rarely happens.
But as a sales professional, you will be well used to it. Embracing rejection is part of the job.
However, handling objections skillfully can turn a potential rejection into an opportunity for persuasion and, ultimately, a new lead. Here are two exercises which can help:
- Anticipate & Prepare: Anticipate common objections and develop well-thought-out responses. By rehearsing and internalising these rebuttals, you will be better equipped to handle objections at the moment. This preparation will also give you the confidence to navigate difficult conversations and keep the dialogue moving forward.
- Roleplay: Enlist the help of a colleague or mentor to act as the prospect, and simulate different objection scenarios. This allows you to practice your responses and refine your approach in a safe and supportive environment. Through role-playing, you can identify any areas for improvement and hone your objection-handling skills.
Dive Deeper: How To Overcome Cold Call Objections
Reflect & Analyse
In the world of cold calling, continuous improvement is key to achieving long-term success.
Self-reflection and analysis can help. After each call, take a few moments to review what went well and what could be improved.
Did you effectively address objections? Were you able to establish rapport with the prospect? Did you have any difficulty with the gatekeeper?
Identifying areas for improvement allows you to make targeted adjustments and refine your approach for future calls.
Network With Other Professionals
Networking with other sales professionals can be invaluable.
Engaging with peers who are facing similar challenges can provide fresh perspectives and help you understand the latest best practices, all the while offering support.
Ask For Feedback
Last, but not least, always be open to feedback.
Seek input from colleagues, mentors, or supervisors. Developmental feedback can be a powerful tool for growth. Take the time to listen, reflect, and implement suggested improvements. This willingness to learn and adapt will contribute to your continuous growth and improve your cold calling skills.
Summary
Remember, improving your cold calling is a long, ongoing process. Don’t be deterred if you don’t see results right away, keep working on it!
The advice in this article contains things you can start doing now and improving over time. But if you want expert support, why not book a place on our cold calling training course?
The public course is based in London, or we can come to you for a bespoke delivery (there are also online options). You can get in touch with our team using the contact form to discuss requirements and dates.
If you would like to read some further tips, check out our 14 cold calling exercises to boost success rates.
